Social TV: How Marketers Can Reach and Engage Audiences by Connecting Television to the Web, Social Media, and Mobile

by Mike Proulx, Stacey Shepatin

The Internet didn't kill TV! It has become its best friend. Americans are watching more television than ever before, and we're engaging online at the same time we're tuning in. Social media has created a new and powerful "backchannel," fueling the renaissance of live broadcasts. Mobile and tablet devices allow us to watch and experience television whenever and wherever we want. And "connected TVs" blend web and television content into a unified big screen experience bringing us back into our living rooms. Social TV examines the changing (and complex) television landscape and helps brands navigate its many emerging and exciting marketing and advertising opportunities.Social TV topics include: Leveraging the "second screen" to drive synched and deeper brand engagementUsing social ratings analytics tools to find and target lean-forward audiencesAligning brand messaging to content as it travels time-shifted across devicesDetermining the best strategy to approach marketing via connected TVsEmploying addressable TV advertising to maximize content relevancyTesting and learning from the most cutting-edge emerging TV innovations

The rise of one technology doesn't always mean the end of another. Discover how this convergence has created new marketing opportunities for your brand.

304 pages, Hardcover

First published January 1, 2012

About the author

Mike Proulx is a Senior Vice President and the Director of Social Media at Hill Holliday, a renowned advertising agency based in Boston, where he leads a team with a focus on cross-channel integration, emerging and social media.

Mike has spent the last 16 years working at various interactive, high-tech, and new media companies on the agency-side, client-side, and as an entrepreneur. He has spoken at dozens of events and contributed to a number of publications including BusinessWeek.

He conceived, produced, directed, and co-host the TVnext summit which took place in early 2011 and 2012. Mike is also the co-author of Social TV, a book from Wiley publishing that launched in February of 2012.

He holds a Masters degree in Computer Information Systems from Bentley University and you can follow Mike on Twitter @McProulx or on his personal blog at www.mikeproulx.com.

Reviews

[Jeff · Rating 4 out of 5]

Interesting take on how social networking sites and phone apps are infiltrating television. There's a big fascination now with tweeting/Facebooking while watching TV shows, whether on PC's, tablets, or smartphones. Although the book is geared towards marketing professionals, even media fans like myself will be fascinated with the research that's presented here. It even convinced me to add a third social network to my personal list: GetGlue. Overall, a fun and thought-provoking read.

[Internet Director · Rating 4 out of 5]

I listened to this audiobook and it was a very helpful book. The authors give a lot of ideas and examples that were enlightening. The whole subject of social media changes so quickly that this may need some updated editions. But nonetheless, I found it very useful information.

[Petty Lisbon · Rating 3 out of 5]

An interesting look back at early 2010's collaborations between social media and television. Hearing the website Get Glue took me back.

[Sarah Deluca · Rating 4 out of 5]

Great beginning overview for how the industry began to emerge, but is already very outdated. I liked how the book incorporated video references into each chapter.

[Diana · Rating 3 out of 5]

Interesting book, but so tailored to the US audience that it was not as relevant as I'd have liked. Useful to get a perspective of the US situation though, something I knew little about.

[Anna · Rating 4 out of 5]

Must read for the television industry.

[Julie Elle · Rating 4 out of 5]

Great industry ad sales book.